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“The best part of my journey is bringing smiles to people,” said Mohamed Abdalla Al Zaabi, a firm believer in putting employees, company and customers first.
Since 2015, Al Zaabi has helmed Miral, Abu Dhabi’s leading creator of immersive destinations and experiences. As group chief executive of the company, which is bringing the world’s first Warner Bros.-branded park and Ferrari-branded theme park to Abu Dhabi, he is excited about the latest projects that will cement the emirate’s position as a world-leading tourism, The status of one of the leisure and cultural destinations.
“We are relentless in our quest to deliver unique and inspiring experiences that appeal to guests of all ages and nationalities. Guided by our ambition to be a customer-centric, progressive and efficient organisation, Miral will deliver innovative world-class destinations that will The emirate’s positioning as a thriving international tourism hub has transformed the leisure and entertainment industry in the region.
“From launching the world’s fastest roller coaster at Ferrari Abu Dhabi to opening the largest ever indoor theme park at Warner Bros. World Abu Dhabi, we are extremely proud to be bringing some of the world’s most recognized leisure and entertainment brands to the region , ” Al-Dhabi said.
ambitious plan
Miral isn’t slowing down to rest on her laurels. The company recently announced a series of projects under construction on Yas Island and across the emirate – worth AED13 billion – with three large projects in the pipeline. To some, the outlook may seem ambitious, but for Al Zaabi, which is firmly focused on aligning with Abu Dhabi’s ambitious Vision 2030, Miral is ready for the next chapter of its development journey .
“At Miral, we never stop asking, ‘What’s next?’.” For example, we are currently working on landmark projects that will change the country’s cultural landscape forever. Next year, we will open SeaWorld Abu Dhabi. The next-generation marine life theme park will be the largest multi-species marine life aquarium in the Middle East and will feature the UAE’s first dedicated marine research, rescue, rehabilitation and return centre. The Abu Dhabi Natural History Museum, which is due to be completed in 2025 and is expected to attract domestic and foreign tourists, will showcase some of the rarest natural history specimens ever found on Earth. It’s 25% complete. Another exciting concept is teamLab Phenomena Abu Dhabi, a multi-sensory art experience that will be “a home for boundless curiosity”, showcasing original and ever-changing art installations unique to Abu Dhabi.
“We also revealed that the Middle East’s first Harry Potter-themed land will come to Yas Island, located within the world’s largest indoor theme park, Warner Bros. World Abu Dhabi.” Al Zaabi explained that the project is In partnership with Warner Bros. Discovery.
As these projects progress and build momentum, Al Zaabi is excited to see how Miral’s new visual identity is embraced by its people and wider community as it reflects the company’s future-proof focus and ethos.
people, environment and technology
“Our new ‘OneMiral’ journey and visual identity is more than just a new logo. Combining the themes of ‘connection’ and ‘enrichment’, the new visual identity is inspired by how Miral in the moment – in an experience or a destination – will People unite. It urges our team to stay true to our core values of progress, commitment and joy. We will continue to bring joy and happiness to millions of people at the highest standard in better, truer and more powerful ways – to deliver exceptional service at all times. This is what I expect from everyone in the organization,” Al Zaabi emphasized. The three lines of the new logo represent the three pillars of the company: people, the importance of employee commitment and passion, bringing its ideas to life, and how the company is committed to their growth; community, its experiences and how destinations contribute to it positively impact the communities and cultures it serves; and the environment, reflecting how Miral considers the environmental impact of its destinations and experiences, and balances growth with a sustainable future.
Brand elements represent zeros and ones, reflecting the company’s commitment to becoming a data-driven organization. Al Zaabi added: “Miral champions innovation every step of the way and we believe digital transformation is key to creating a more engaging visitor proposition. Last year we launched our decision analytics strategy, the Noor Initiative. The company’s investment in predictive data analytics and integrating innovation across our operations will in turn strengthen Abu Dhabi’s position as a data-driven capital. This move underscores the award-winning theme of our efforts to contribute to Yas Island. Local and international visitors to parks and experiences to provide deeper, tailored experiences.” Additionally, the company launched FacePass to simplify the guest experience with facial recognition technology and since launch, more than 1 million guests have signed up for MyPass ID, which provides the basis for customizing and personalizing your trip to Yas Island.
“Providing a better customer experience is at the core of everything we do. As a result, we are able to create more personal and memorable experiences for our guests by implementing a combination of first-party data, artificial intelligence, machine learning and analytics— Even in group settings like theme parks,” said Al Zaabi, who is also keen to leverage the Metaverse.
“We were amazed at how this new technology was able to erase all physical boundaries. So, our next goal was to create an metaverse bridge.”
Take advantage of diversification
Returning to the company’s rebranding and its business goals, Miral has unified its three subsidiaries under a unified identity: Miral Destinations, formerly Experience Hub; Miral Experiences (formerly Farah Experiences) and Miral group company Yas Asset Management .
“The new visual identity reflects our renewed commitment to contributing to the emirate’s economic diversification and growth,” he shared.
Miral has supported Abu Dhabi’s economic vision for over a decade. Reducing the emirate’s reliance on the oil sector, further accelerating its growth through the transformation of the leisure and entertainment sector, and highlighting the emirate’s efforts as a thriving international tourism hub can only gain momentum with Miral’s participation. “For almost 11 years, we have transformed the leisure and entertainment experience in the region by designing, creating, developing, operating and managing immersive and memorable destinations and experiences that attract visitors from around the world. Many of these are located on Yas Island, Today, Yas Island is a destination like no other, cementing its position as the world’s premier leisure, entertainment and tourism destination.
“Reflecting our success on Yas Island, we are taking our lessons learned and ‘destination managing’ Saadiyat Island, another key island in Abu Dhabi. It will be a world-class ‘cultural district’ , with fine restaurants, luxury hotels and resorts, diverse, stunning wildlife ecosystems, and world-class educational institutions. We are very proud to have it added to our portfolio and can’t wait to see the journey where it will take us,” said Miral’s group chief executive.
The journey appears to be a positive one as the emirate’s popularity as a tourist hub continues to grow. In the first half of 2022, UAE hotels will receive 1.84 million tourists, a year-on-year increase of 22%. Occupancy rose to 70%, an increase of 6% year-over-year, with an average stay of approximately 3.2 nights per guest.
This bodes well for the company and Abu Dhabi’s overall economy. Working closely with government agencies such as the Abu Dhabi Department of Culture and Tourism (DCT Abu Dhabi), Miral has also been focused on forging partnerships for mutual growth.
DCT Abu Dhabi’s decision to appoint Miral to oversee Saadiyat Island’s destination management strategy is a step in the right direction for the emirate’s cultural, leisure and business tourism ecosystem. “Our aim is to attract tourists seeking transformative luxury experiences by positioning Saadiyat Island as a premier beach, nature and cultural destination. We also support Saadiyat Vision 2025, which aims to increase the Domestic, regional and global visitor numbers to destinations.”
Upcoming projects on the island, including teamLab Phenomena Abu Dhabi and Natural History Museum Abu Dhabi will further strengthen this initiative.
“When these open, Saadiyat Island will have the greatest concentration of arts and educational experiences in the world, cementing Abu Dhabi’s position as a premier global tourism destination,” said Al Zaabi.
On the events front, Miral renewed its partnership with DCT Abu Dhabi earlier this year through a dedicated events fund, allowing the company to bring world-class music, comedy and live entertainment to Yas Island, aiming to attract 260,000 events participants, in addition to 36,000 hotel reservations.
“Additionally, through our partnership with Abu Dhabi Sports Council, we have also been able to bring world-class sporting events to the island, including the World Triathlon Championships Finals and FIBA 3X3, as well as last year’s FINA World Championships ,” Al Zaabi added.
Building a Sustainable Future
Miral’s partnership is not only focused on business, but also supports sustainable development and the UAE’s larger net-zero emissions goals.
“We are working with Masdar, one of the world’s leading renewable energy companies, to develop Abu Dhabi’s largest rooftop solar photovoltaic (PV) project to date at Warner Bros. World Abu Dhabi on Yas Island. Miral will be developed through Its 36,000 square meters of roof area has an estimated 16,000 solar modules to meet 40% of Warner Bros. World Abu Dhabi’s annual energy needs. Going forward, we will also invest in sustainable The solution. With the help of Masdar, we will deploy an on-site solar system at SeaWorld Abu Dhabi, with a rooftop photovoltaic system that will have a capacity of 8.2 megawatts (MW), ” said Al Zaabi.
These plans align with the main pillars of the brand and will influence Miral’s upcoming plans and strategies.
“Going forward, we will increase our investment in digital and expand our sustainability strategy by re-invigorating tourism and cultural programs around the world. Another key growth area for Miral will be expanding our Being a high-value tourism driver allows us to increase international awareness and drive foot traffic, creating repeat visits and brand loyalty,” said steadfast Al Zaabi when considering the future. His visionary approach has set the company up well so far and will continue to do so as Miral strengthens the social, cultural and economic fabric of Abu Dhabi.
Mohamed Abdalla Al Zaabi’s Leadership Program
- I believe attitude determines altitude – one of the best lessons I’ve learned in business and life. I hope to inspire my team by giving them the freedom to be self-determining individuals. How high we rise, how successful we are, and what we are able to achieve depends largely on who we are.
- We are masters of our own destiny. Each of us, regardless of our roles and responsibilities, level of seniority or job profile, can make a difference. We can choose to do what we want. We can drive our own success, excellence and achievement by lifting ourselves up with a positive attitude, dreaming big and taking responsibility.
- We should never stop learning or pursuing our goals. This is the journey of a lifetime that requires constant renewal and commitment; it is not something we can pick and discard at will. I constantly have my team ask, “What’s next?” So we’re always striving to grow while surprising and delighting our guests.
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